increase your online presence Copywriting

Building a Strong Online Presence for Your Business

No matter what type of business you have, an online presence is practically a requirement in the Internet age.

Having an online presence makes you more visible to more potential clients. It allows people to check your address and other details, making you more credible. It lets them see what types of services or products you offer and, based on your reviews and customer feedback, gives them a good idea of what to expect from you.

Being online offers many perks. It offers tremendous opportunities for growth and can even ensure your success.

If you’re thinking about establishing an online presence for your business, here are some pointers:

Set up a website

Your website is basically your office or headquarters on the Internet. This is where potential customers can find out all about your business, who you are, what you do, what your goals are, how long you’ve been around, what products or services you offer, where they can find you, your rates, your policies, and more.

A business website makes you look more legit and is a great place from which to offer value to your visitors and potential customers. The more value you offer people, the more likely they are to keep coming back and to eventually buy something from you or avail of your services.

On your website, visitors can sign up for free services, promos, discounts, announcements, and email newsletter. You can share videos, infographics, articles, and guides. You can set up a blog, post polls, and share an FAQ page.

Building an entire website may seem daunting, but with so many free website builders out there, it’s actually quite easy. Just take your time and set up one section at a time.

You can start building your website by signing up with a free platform like Wix. Populate the website with photos and articles. Include lots of eye-catching graphics, add links to your social media pages, and make sure you update the blog on a regular basis.

You can start and maintain a website even if you don’t have a lot of technical skills. However, when you’re ready to take things up a notch, you may want to hire someone to help you with website design and someone to help you maintain the blog.

Engage with potential clients on social media

laptop with social media word and social media terms
Being in social media builds up your online presence.

Millions of people turn to social media for inspiration for purchases and when they’re looking for specific products or services. This means that whatever your business is, you need to be on social media.

If you have to choose just one social network, pick Facebook. This social media platform reaches more than a billion users. It also lets you share a wider variety of posts — including photos, videos, and polls — than any other social networking service.

Once you’ve set up your social media page, make sure you regularly post updates and that you’re quick to answer questions sent through private messages or comments. Engage with potential clients on your page and in Facebook Groups related to your industry.

Final Thought

Setting up a strong online presence doesn’t have to be complicated. Start with a website and a social media page. When you’ve got the hang of it, you can add other social media platforms like Twitter and Instagram and a weekly email newsletter to the mix.

Copywriting

Facebook Ad Copy: Does Longer Ad Text Perform Better?

The way you craft a Facebook ad will determine its success. Facebook ads offer you the chance to reach millions of potential customers. But it does have its limitations.

For one thing, the image you use for the ad has to be a certain size and ratio. The link and description have to be limited to a certain number of characters or they get cut off.

Fortunately, you can play around with the ad text. The ad copy can be a couple of words or can be as long as a short story. You get to decide.

Many copywriters think that with Facebook ads, the shorter the better. After all, most people have short attention spans and will probably only read the first few lines of a Facebook ad. 

But does shorter ad copy actually work better? Let’s find out.

The Experiment

Last year, AdEspresso conducted an experiment to determine the most effective length for Facebook ad copy. They tested different ads offering the same product. Everything about the ad was the same except for the copy.

There were seven different versions of the ad. Here’s a rundown:

  1. One sentence (with data)
  2. One sentence (a question)
  3. Bullet points
  4. Bullet points with emojis
  5. One paragraph
  6. Three paragraphs
  7. Six paragraphs

They then set up a poll to ask marketers which version they thought would perform best. Almost half of those polled answered that Version 1 would win. 

Surprisingly, not only did that version not win, but it also had a much higher Cost Per Action (CPA). Ultimately, the version that did best was Version 5 (one paragraph), with Version 6 (three paragraphs) a close second. Version 7 (six paragraphs) also did well.

Aside from the fact that the three longest versions brought in the most leads, they also had the lowest CPAs of all the versions of the ad.

The experiment proved that you will observe significant changes in the performance of a Facebook ad simply by tweaking the ad copy.

Why longer ad copy does better

If you have a good copywriter, longer ads will work.


So why, if people have short attention spans, does longer ad copy work better? Also, if you make an ad copy longer, doesn’t it alter the message?

Well, yes, it does. And that’s actually a good thing. Longer Facebook ad copy gives you the opportunity to present more aspects of a product or service. It lets you play around with your message so that it catches the interest of a wider variety of potential customers.

Copywriters and digital marketers tend to avoid long-form copy because of the belief that nobody reads online. But if you are writing long-form copy, write it for the people who do read online.

Longer Facebook ad copy also performs well because, if done right, it can be incredibly engaging. In a platform saturated with short and snappy ad text, longer copy stands out and gives Facebook users a unique experience.

An important caveat

It’s worth noting that a lengthy Facebook ad copy only works if it is well-written. If you don’t have a seasoned copywriter, it’s probably best to stick with short ad text or bulleted ads. These forms may convert better than a longer but poorly written copy.

Do you prefer short or long Facebook ad copy? Share your thoughts about the AdEspresso experiment in the comments below.


Copywriting

Better SEO in 2019: Our Top Writing Tips for…

What worked in SEO copywriting last year may not work again this year. Because of how fast things change in the world of digital marketing, it’s no surprise that SEO strategists have to constantly tweak their techniques. 

Search engine optimization is no longer all about keyword density and keyword stuffing. In recent years, the changes in Google’s algorithm have led content creators to shift the priority from merely becoming visible in search results to providing valuable content.

If you want to improve or maintain your web presence in 2019, here are some of the best article writing practices you need to follow:

SEO basic: Prioritize value over visibility

In 2019, online article writing isn’t about formulas or keywords. Nowadays, the core of any successful digital marketing is great content

While you should also always optimize your content for visibility, you shouldn’t focus on that aspect of your content alone. Given how fast and how often Google alters its algorithm, it’s practically impossible to stay ahead of those algorithm changes. Optimizing for visibility may be futile.

What you can do instead is focus on the quality of your content. Don’t write your content for the sake of ranking high in Google’s search results. If you focus on that, your articles could turn out sounding stiff or uninteresting.

Make sure that every piece of writing you publish offers value. Think about what you can offer that others can’t and how you can share knowledge in a way that hasn’t already been done.

Make your content useful and engaging

Contrary to popular belief, when users do a Google search, they don’t always click on the topmost result. It depends on what answer the user is looking for.

If you can offer content that answers the user’s question or offers more information than the web pages that are higher up in the rankings, it won’t matter that you are further down the list. The user will click on your article.

If your article is engaging, they will stay on your webpage and keep reading. When this happens, Google’s algorithm takes note and will bump you up in its search results page.

In 2019, SEO copywriting isn’t just about making yourself visible. One of its main goals is to keep visitors around long enough that they read your article all the way through. To do that, you have to figure out what your potential visitors are looking for and write about that.

Write mobile-friendly copy

Mobile-friendly content makes better SEO ranking.

Write in short or “mobile-friendly” sentences. There are a couple of reasons for this. First, the majority of Google searches are done on mobile phones.

A paragraph that seems short when you’re reading it from your laptop will look twice as long (and tedious) on a mobile phone. When visitors give up on your article and move on, your bounce rate will go up. Google does not like this.

Second, the average attention span of a human is just seconds long. If it takes more than, say, 10 seconds to read a sentence, do you think your reader will read through to the end?

Use links

When you’re trying to explain something that can’t be contained in a sentence or two, link to it instead. When you link to authoritative sources, your Google ranking gets a boost. Hey, you just killed two birds with one stone!

Know other tricks to good SEO in 2019? Share your two cents in the comments below!

Copywriting

How a Copywriter Becomes Better with a Checklist

As a copywriter, your work involves multiple processes and elements. You outline, research, write, edit, fact-check, format, and publish. You work on press releases, blog posts, email newsletters, and more. 

This type of work requires a good memory and a good system. This is where checklists come in. Checklists play a valuable role in the performance of tasks that are long and complicated, like that of a copywriter.

As an example, NASA astronauts use checklists when they launch rockets. Surgeons use checklists every time they enter the operating theater. Pilots use checklists every time they fly a plane. 

Furthermore, checklists are also useful when writing. They can help you strengthen the quality of your articles and make your reporting more accurate. They also help you avoid critical errors and motivate you to keep writing.

Here’s more:

An effective copywriter keeps a checklist

As a copywriter, having a visual guide helps you avoid skipping the smaller tasks that need to be accomplished to achieve the overall goal. When you have a visual reminder (a checklist), the tasks that remain uncompleted will nag at you until you get started on them.

Checklists keep you focused

When you’re writing, it can be easy to get caught in the moment and forget critical steps like fact-checking names and dates or checking URLs. The act of writing down the things you need to do and of ticking off the tasks once you’ve completed them help ensure that you don’t miss any important steps.

Checklists inspire you to keep going

It’s easy to stay motivated when you’re taking on smaller goals that are easy to do and take less time to accomplish. When you see your checklist and all the tasks that you’ve already ticked off, you get a feeling of satisfaction that then drives you to keep ticking off more items from the list.

Here are some sample copywriter checklists for the next time you sit down to write something:

a freelance copywriter typing a checklist on her laptop
A checklist will help you become a more effective copywriter.

Copywriting checklist

  • Brainstorm.
  • Create an outline.
  • Do research.
  • Write freely without editing.

Editing checklist

  • After you are done writing, take a break for at least an hour.
  • Check spelling and grammar by running the piece through a writing app or software.
  • Run the piece through an app or software that determines its readability.
  • Run the piece through a plagiarism checker.
  • Check if the word count is sufficient.
  • Review the flow and rhythm of the piece by reading it out loud.
  • Assess if the opening is interesting enough to get the attention of the readers.
  • Check if the concluding paragraph challenges readers to act or do something.

Proofreading checklist

  • Open all the URLs in the piece to see if they are working.
  • Look for typos.
  • Check the spelling of people’s names and titles, company names, book titles, etc.
  • Review all dates.
  • Make sure all book titles, song titles, and such are properly stylized.
  • Fact-check figures, names, and statistics.
  • Check the headline or title of the piece.
  • Check the format—font style, font size, column alignment, page numbering, bullets, etc.
  • Read the piece out loud to check again for errors.

Do you use checklists for work or for personal use? Tell us how you do it and how checklists have helped improve your productivity. Sound off in the comments below.

Copywriting

The Importance of Content Marketing

Hiring content marketers isn’t just something that’s nice to do when you have the budget for it. Like conversion copywriting, it’s a necessity in any successful digital marketing strategy.

If they do their jobs right, content marketers can help make businesses lots of money. They attract readers and convert them into loyal followers and customers. They improve the reputation of your brand or business. 

Moreover, don’t underestimate the importance of content marketing or a content marketer’s work. Words are, after all, what drives sales on the Internet.

Here are some reasons you need a content marketer on your team: 

Content marketers combine poetry and strategy

A good content marketer knows all about the latest strategies to optimize their work for visibility and increase conversions. But they also know how to craft content in a pleasing, interesting, and unique way such that everything they publish is actually enjoyable to read.

Whether it’s an email sequence, an About Us page, a how-to guide, or a podcast script, no one in 2019 will spend time on boring stuff. A content marketer knows how to spin stories that draw readers in and have them wanting more while also increasing the webpage’s search rankings.

Content marketing helps keep your audience coming back for more

It’s not enough to just capture a reader’s attention. The real challenge is to keep a reader interested in what you have to say long enough to read an article through.

There’s massive potential in keeping website visitors or readers hooked on your content. The people who visit your website or social media pages are there because they want or need what you’re offering. If they like what you’re publishing, they’ll keep coming back again and again until they eventually purchase a product or a service.

Content marketers know how to write content that keeps readers hungry for more and that gives them that push to buy something. They know how to sustain a conversation and how to build a lasting relationship with the audience.

It’s not always about traffic strategy or conversion copywriting. It’s also about writing a mix of content—some well-developed in-depth articles and some shorter attention-getting ad copy.

Content marketers enhance your brand image

You can enhance your brand through content marketing.

Potential customers look to the quality of your content when they’re trying to decide if they should make a purchase. When people read your content, they form an impression of your brand. If what they see aligns with their own ideas about quality, luxury, or whatever it is they are looking for, they’re more likely to spend money on your products or services.

Your brand image relies on your content. The work of content marketers determines your brand identity and reputation.

Tighten your relationships with customers/readers

It’s easier for your audience to form a bond with and stay loyal to your brand if they can put a face to your content creators. Some brands take advantage of this by letting their customers build more personal relationships with the individuals who write and share their content.

Content marketers introduce their content creators, let them showcase their unique voices, and encourage them to interact with readers. This helps readers feel closer to the brand and sets up the content creators as primary sources of information.

Content marketing is beneficial in so many ways. Is it part of your marketing arsenal? Share your thoughts in the comments below.